December 11. 1996 Ms Karen Lankford President, NMSU American Advertising Federation New Mexico State University Subject: Report on the results of the Pizza Hut, Inc. local pilot survey Dear Ms Lankford I am pleased to present you with a report on the results of the Pizza Hut, Inc. local pilot survey This report was prepared in accordance to the research proposal-contract that was submitted to you in September 1996 As we predicted, the report indicates that people get food to carryout more often than they eat inside a full service restaurant. The report recommends that in order to entice people into eating at Pizza Hut, advertising should emphasize the quality of food, employee friendliness/service, and Pizza hut offers. These characteristics were found to be the most important to customers when selecting a restaurant. The survey was distributed in two ways. Approximately 75% of the surveys were gathered by myself via mall intercept. The remaining 25% was distributed by members of the NMSU American Advertising Federation to their acquaintances within the target audience The total number of surveys tabulated in the results is 100. I believe that these questionnaires are representative of the customers involved in the study. In preparing the pilot survey questions, information from local focus groups and secondary data was used. The survey was found to be habits, pizza preferences, media habits and demographic Omer preferences regarding restaurant complete and addressed a number of areas including: cus The results of this survey can be used by the Nmsu american Advertising Federation to design a national survey as well as to make preliminary decisions regarding a national advertising campaig for Pizza Hut, Inc. I would like to thank you for your cooperation in completing this research and I look forward to working with you in the future Andrea Juarez Researcher American Advertising Federation